2025年数字平台助力城乡融合发展案例集-以抖音助力广东“百千万工程”为例-华南理工大学

Core Insights - Urban-rural integration is a key proposition in China's modernization, with digital technology providing new approaches to facilitate this integration [10][11] - Douyin acts as a "digital accelerator," breaking down information barriers between urban and rural areas, promoting the two-way flow of resources, and reshaping urban-rural interaction models [10][11] Group 1: New E-commerce - Maoming lychee achieved a breakthrough in sales through Douyin e-commerce, transitioning from traditional wholesale to live streaming sales, with e-commerce sales reaching 2.346 billion yuan in 2023 [2] - The "interest e-commerce + direct connection between production and sales + celebrity effect" model shortens the supply chain and enhances brand premium, leading to talent return [2] - Guangzhou flower industry integrates planting, processing, and logistics into a "1+1+N" industrial cluster, with a projected transaction volume of 15 billion yuan in 2024, covering over 80 countries [2] Group 2: New Cultural Tourism - Chaoshan Yingge dance transformed from folk art to a national IP through Douyin, with related short videos garnering over 7.9 billion views, driving 15.0954 million tourists to four cities in eastern Guangdong during the 2025 Spring Festival [3] - Diejiao dragon boat racing became a phenomenon through event live streaming, boosting cultural tourism consumption and collective economic growth [3] - The Huan Nan Kunshan-Roof Mountain area digitalizes ecological resources to attract urban populations to rural areas, expecting 1.2514 million tourists during the 2025 Spring Festival [3] Group 3: New Businesses - Guangdong manufacturing leverages Douyin e-commerce for digital integration, with Dongguan shoe company "Dongguan Peipei" transforming into an independent brand, achieving monthly sales of tens of thousands of pairs [4] - The Dongguan trendy toy industry formed a virtual cluster with a production value of nearly 20 billion yuan in 2023 [4] - The traditional brand "Minxin Laopu" revitalized through Douyin life services, with related videos receiving 6.9 billion views [4] Group 4: New Talent - Douyin enhances farmers' digital literacy through a "training + tools + ecosystem" model, with "silver-haired new farmers" like Lei Fang expanding seafood sales via live streaming [5] - Returning youth like Huang Qifeng connect agricultural specialties directly to the national market [5] - The cultural bridge team "Guangdong Tide Shadow" uses technology to activate traditional customs, while Xu Kuan documents silk quilt production to awaken cultural identity [5] Group 5: New Image - Chen Lirong uses "English + dialect" short videos to break the perception of "rural = backward," showcasing the new rural image of Maoming and encouraging youth to return [6] - Young creators like "Xiaoshijian" and "Little Lion" use Douyin to pass on traditional culture, while Shen Mianyue and others promote Guangdong's youthful image [6] - Digital platforms reconstruct urban-rural cultural integration through traffic reorganization, scene recreation, and value co-creation [6] Group 6: Digital Platforms as Accelerators - Digital platforms like Douyin facilitate the flow of urban-rural elements, cultural integration, and industrial collaboration, providing practical samples and theoretical references for urban-rural integration [7][10] - The report highlights the "335 model," which offers a replicable framework for urban-rural integration through three-dimensional empowerment, a three-in-one driving model, and five-frequency resonance [11][29]